'Truth' to Appear on MTV Video Music Awards

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

ATLANTA How can Big Tobacco get more young people to smoke? Shoot a music video. That’s the idea fictional tobacco executives come up with in the latest “Fair Enough” installment of the umbrella “Truth” anti-smoking campaign, scheduled to air this Sunday during the MTV Video Music Awards.

The new sitcom-style commercial, created by Crispin Porter + Bogusky in Miami, and Arnold in Boston, shows a group of executives sitting around a boardroom table discussing ways to reach teenagers with cigarette advertising.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in